GoWholesale Search Engine Adds Banner Ads

Advertisers on goWholesale.com can use the search engine's new banner advertising program designed to maximize buyer interest and click-through rates.

The program lets advertisers target their campaigns more specifically in 16 categories like apparel, jewelry or tools.

"The strategy behind the launch was to provide direct marketing to prequalified customers for (business-to-business) advertisers who are interested in purchasing wholesale goods for their online or multichannel businesses," said Sandra Churchin, director of marketing and partnership programs at goWholesale.

As the holiday season creeps closer, advertisers are reworking their campaigns to attract the millions of small businesses and retailers that are seeking inventory and business services.

"Although (business-to-consumer) sites offer targeted banner advertising based on traditional demographics or content interest areas such as business or sports, BTB targeted banner advertising in this market was unavailable for customers who were interested in promoting their products or services very specifically," Ms. Churchin said.

"Banner advertising is a great complement to search engine advertising for our advertisers, as it is a suggestive visual selling opportunity in addition to the targeted text-based search that is native to our site," she said.

The Washington, DC-based search engine is offering special rates for Interactive Advertising Bureau standard-sized units based on customer lifecycle, size of purchase, size of unit, monthly sponsorships and by category.

Advertisers all seek different results from their campaigns. GoWholesale combines sizes of banner units along with placement across multiple channels and specific category targets based on the individual goals of advertisers.

"We make it very easy," Ms. Churchin said. "Our designers understand the wholesale market without explanation, and the result is a very professional and high-quality customized visual presentation that reflects the goal of the advertiser in line with their individual brand messaging."